In May, during Tmall's 'China Chic' campaign, a wave of crossover co-branded products appeared, including snail noodle solid perfume, Cold Sour Ling hotpot toothpaste, and Yunnan Baiyao trendy bags. But what caught New Distribution's eye was the RIO x Hero 'ink' co-branded cocktail. RIO, the 'troublemaker' in the cocktail world, struck again by combining 'trendy and cool cocktails' with 'nostalgic blue-black ink,' partnering with Hero to launch an 'ink' co-branded cocktail that once again ignited public interest. This followed last year's 2018 crossover with Liushen, which produced the 'RIO Liushen floral water-flavored cocktail.' On May 16 at 0:00, 6,000 bottles of the 'ink' co-branded cocktail sold out in one minute on Tmall, leaving countless fans lamenting their slow hands. Tang Huimin, Director of RIO's Digital Retail Division, said: 'The crossover with Hero is a microcosm of national brands constantly seeking change. Consumption upgrade doesn't necessarily mean buying higher-priced products; it means meeting consumers' inner demand for higher value.' The concept of the 'ink' co-branded cocktail comes from a creative deconstruction of the Chinese saying 'having ink in one's belly' (meaning being educated), turning the cocktail into an emotional carrier of Chinese sentiment and culture. In terms of communication, RIO adopted a down-to-earth and fun approach, releasing a series of short films titled 'Ink in the Belly, Salute to Heroes,' which used three absurd and humorous stories to achieve over 11 million views in three days, pushing this marketing campaign to a climax. Sharp Insight: Behind the Hit Product is RIO's Unremitting Persistence in Product Innovation This is the second strong collaboration between RIO Cocktail and Tmall's 'China Chic' initiative. From the Liushen floral water-flavored cocktail to this year's 'ink' co-branded cocktail with the classic stationery brand Hero, RIO's rapid response and innovative mindset have turned various 'wild ideas' into reality. As a 'disruptor' in the industry, innovation is the foundation of RIO Cocktail's success—it pioneered the ready-to-drink cocktail category in the Chinese market. In recent years, RIO has been seeking breakthroughs in brand innovation, leveraging its mature R&D capabilities and accurate insight into environmental trends to seize 'China Chic' as a breakthrough to connect with consumers. The RIO x Hero blue-black ink co-branded cocktail gift box not only presents a visually striking 'combination of youth and nostalgia,' showcasing strong sentiment and cultural heritage, but also features innovative flavors that are a key reason for its explosive popularity. The fresh blueberry and blackcurrant flavors create a refreshing taste that blends with the alcohol, offering a sense of 'the fusion of intellectual fragrance and cultural sweetness.' Coupled with the imaginative slogan 'Ink in the Belly, Salute to Heroes,' which is catchy and memorable, this 'innovative novelty flavor contrast' piques public interest and fully satisfies the preferences of young people who seek individuality and freedom. Deep Dive into Demand: Category Building Opens Full Coverage of Consumption Scenarios Beyond product innovation in crossovers, RIO Cocktail is clearly not content with merely supplementing and extending its existing market and consumer base. In recent years, RIO has been committed to promoting new products, based on diversified consumer needs, and expanding consumption scenarios. In addition to the 3.8-degree series targeting parties and gatherings, it has successively launched products such as the 3-degree 'Tipsy' series, the 5-degree 'Original Taste' series, and the 8-degree 'Strong and Refreshing' series. Among them, RIO Tipsy differs from previous product positioning. Previous launches focused on extending concepts and flavors around social drinking, while RIO Tipsy innovatively positions itself for 'solo drinking' scenarios, meeting the needs of individuals drinking alone. Undoubtedly, RIO previously created and drove the development of a new category, and now RIO Tipsy is expanding into new territory, seizing the blank space in the 'solo drinking' segment through differentiated positioning. Its success will have a revolutionary impact, both in constructing new scenarios for alcoholic beverage consumption and in breaking through the category boundaries of the ready-to-drink cocktail industry. Summary Whether it's RIO's collaboration with Liushen or with Hero ink, it's not just about product innovation. How to explore and extend the fan bases of different brands, while precisely targeting them and achieving conversion, is the key topic in brand crossovers. A national brand with cultural attributes, combined with a trendy alcoholic beverage brand, extends and taps into the fans of both brands. Through big data analysis, accumulation, and conversion, this accumulates a large pool of consumer assets, providing a continuous source of strength for the brand's future innovation. Tips will be paid 400-2000 yuan once the tip is adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer transformation and upgrading and channel digital solutions